European market research trends 2024: quantitative insights across the Big Five

If you think about market research 20 years ago, the first image that comes to mind is probably rows of cubicles, each occupied by an interviewer with headphones on. Call centers were the heartbeat of market research, and CATI (Computer Assisted Telephone Interviews) was the go-to method for connecting with respondents and generating valuable data. 

Today, at FFIND, where CATI remains one of our strengths, we’ve reimagined this methodology for a global, digital-first world. We’ve taken the traditional call center model and transformed it into a global, remote-enabled network of interviewers, allowing us to scale, reach new markets, and offer seamless, high-quality data collection worldwide. Our network is now more agile, efficient, and adaptable to meet the demands of an increasingly interconnected world. 

But it’s not just us, market research across Europe has transformed too. Over the past six years according to the ESOMAR Global Market Research Report (2019–2024), we’ve witnessed shifts in quantitative methodologies across the Big Five of European market research: Germany, France, Italy, Spain, and the UK. From the rise of panel-based online surveys to the enduring importance of CATI for representativeness and depth, each market has its own story of adaptation and growth. 

Market research global context: a shifting landscape

Globally, the insight industry is expected to surpass US$150 billion by the end of this year (2024), with the market research sector contributing US$54 billion. However, the industry is operating in a more complex global landscape than ever before. 

In 2023, central banks responded to inflation spikes by increasing interest rates. While this was necessary to control rising prices, it also slowed investments and created financial strain for companies with high levels of debt. This economic turbulence led to a more moderate growth rate for the market research industry, with a 4.6% increase, signaling that the sector is maturing and moving toward organic growth rather than explosive expansion. 

Additionally, the global market has become more domestically focused. The rise in multi-country projects after the pandemic has tapered off, with international research projects decreasing from 28% in 2022 to 24% in 2023, while the remaining 76% of research remains focused on domestic markets. This shift further highlights the growing importance of regional adaptation as companies turn their attention to their local contexts. 

Quantitative research in European trends

Quantitative research continues to be the cornerstone of the insights industry, dominating global activity. But beneath the surface, the dynamics are shifting, with qualitative research and advisory services carving out a growing share of the market. Supporting sectors, such as research software and reporting tools, are also gaining momentum, reshaping how insights are generated and delivered. 

In Europe, online research is steadily growing, driven by its scalability and cost-effectiveness. However, traditional methodologies like CATI remain relevant, especially for studies that require depth, quality, and representativeness. This balance of old and new highlights the diverse needs of the market research landscape. 

How European countries approach quantitative market research

Each European market tells a unique story of adaptation and growth in quantitative research methodologies: 

• Germany has embraced online research at a remarkable pace, reflecting the country’s strong digital infrastructure and innovation culture. CATI, while declining, still plays a critical role in specialized studies. 

• France takes a balanced approach, leveraging both traditional and digital methods to cater to diverse research needs. 

• Italy is undergoing a rapid digital transformation, but traditional methods like CATI remain essential for reaching certain audiences and ensuring robust data quality. 

• Spain continues to blend digital and traditional approaches, demonstrating adaptability in addressing the needs of its varied population. 

• The UK has largely transitioned to digital methodologies, showcasing a mature and streamlined approach to quantitative research. 

Market research adapting to volatility 

In today’s volatile economic environment marked by inflation, price pressures, and rising interest rates, the demand for cost-effective and flexible research methodologies has never been higher. Online methodologies have become a go-to solution for many, driven by the need for scalability and organizational flexibility. For companies, research institutes online surveys provide an efficient way to gather insights at a lower cost, making them an attractive option. 
Behind the attraction of scalable online methods lurks a critical question: are we sacrificing depth for convenience? 

This is where CATI research becomes not just the legacy of traditional quantitative methodologies. In times of economic uncertainty, the ability to maintain high-quality, representative data becomes even more critical, and CATI remains an essential methodology for delivering this. While online surveys dominate due to their scalability, CATI provides the depth, personal connection, and accuracy that no other methodology can match. 

The future isn’t about choosing between digital and traditional. It’s about creating a research ecosystem where methodologies don’t compete, but collaborate, where CATI and online complement each other to deliver a comprehensive picture. CATI will not be sidelined by these trends; rather, it will continue to play a vital role in ensuring that research remains representative, authentic, and insightful. 

And now, we turn it over to you… 

The future of market research is unfolding, and the methodologies we choose today will shape the insights we uncover tomorrow. What do you think? Can CATI maintain its vital role in the age of online dominance? Or are we witnessing a shift that will redefine the industry? 
Share your thoughts, we’re eager to hear your perspective on what lies ahead for market research